Disney Bolsters Live Event Advertising Efforts With Partnerships, More [Video]

Disney is boosting its advertising capabilities for live events, with third-party partnerships, a new certification program for live sports and entertainment as well as biddable deals for live sports.

Google’s Display & Video 360, The Trade Desk, and Yahoo DSP are the first demand-side platforms to be certified by Disney. Magnite is the only third-party supply-side partner at launch. 

Disney made the announcement at CES in Las Vegas, where it’s getting set for its annual Tech + Data Showcase on Wednesday. The event is a kickoff to the upfront process, with a focus on streaming and digital platforms.

The company sees automation as a key part of unlocking the potential of streaming inventory in real time. It said in a press release that it is looking to help brands fully tap into “lightning-in-a-bottle” moments via buy-side platforms. 

In announcing the initiative, Disney posited a sports scenario. It said if a game is in its waning …